Information vs. Content (is there a difference?)

I just had a conversation with a colleague and we broke down content and information. To save you time so you don’t have the read the rest of this blog... here is the short answer:

Information = Existence and Content = Connection.

In today’s communication landscape, it’s pretty much a wild-west mentality. Everyone throws around the title of “Content Creator” without batting an eye. Well, let’s take a deep dive into the subject of “content”. Because I’m a communicator semantics and context mean everything to me, in 2024 Content Creators are charged with the task of creating content that connects a group or demographic to a service or product.

The key word here is a connection. We, as communicators, get caught up in producing information that we often forget about the bigger picture - connecting the message to our target audience. Here are five ways I use to ensure connection in my communications.

1. Know your audience

What is the average educational level of your audience? Before crafting your message, take the time to understand who your audience is and what they care about. General messages are cool, but take time to tailor your message to resonate with their interests, values, and needs.

2. Use clear and concise language

Do you use acronyms or jargon? Clarity is very important asking this question can help you navigate difficulties and communication barriers. Avoid jargon or overly technical language that may confuse your audience. Keep your message simple and easy to understand to ensure effectiveness.

3. Tell a story

Use employees to tell the story. Nothing connects like storytime! (Remember grade school?) Your audience is more likely to remember and engage with a message that is told in the form of a story. Use anecdotes, examples, or case studies to illustrate your message and make it more relatable.

4. Provide a call to action

Encourage your audience to take a specific action in response to your message. Whether it's signing up for news releases, attending an event, or volunteering, giving your audience a clear next step can help drive engagement.

5. Show authenticity

Be genuine and sincere in your communication. Use language that feels authentic and honest. A mentor of mine once told me to talk to my audience, not at them. Share personal experiences, emotions, or vulnerabilities to build trust with your audience.

Conclusion: The most influential attribute of an effective message is connecting emotionally. If your audience is emotionally invested in a communication they will:

• feel the message is for them

• retain the information

• think the call to action specifically improves their lives

Check these boxes and they will engage. And that my friends, is the reason why we are here - to help the public engage and interact with our organization.

Thomas Y. Lynch

The Story Series Podcast - hosted by screenwriter and storyteller Brandon Violette. Each week, Brandon sits down with fascinating guests from film, business, tech, media, and beyond to uncover the real stories behind their success. Check out his podcast today! And we must say he has excellent taste in shirts! Visit the #commlife store today.